One of my favorite explanations of old school, interruption marketing is when Gary Vaynerchuk talks about buying someone a drink in a bar and then asking them to go to bed with you immediately after.
A little more seduction is in order.
So when I heard George Strait’s “The Chair” while bringing teenage daughter number 1 to school this morning, I started thinking that’s about the way an inbound campaign should start.
“Well excuse me, but I think you’ve got my chair,
No that one’s not taken, I don’t mind if you sit here,
I’ll be glad to share.”
Ah, the website – your chair. A nice, inviting website that answers customer’s and potential customer’s questions will make strangers come in, have a seat, and look for the bartender.
“Yea it’s usually, packed here on Friday nights,
Oh if you don’t mind could I talk you out of a light?”
At this point, most guys are “Woohoo! She half-smiled, score!” Settle down there, buckaroo. Start a conversation small and slowly, with a question that’s likely to get you a yes. Circulating back to Gary V, “let’s fuck” probably isn’t going to work out for you — either in a bar or selling your service.
For inbound marketing, this could be useful/entertaining/valuable/interesting or content that is interesting to the person now on your website. Good information that’s just there and requires no commitment. Think of this as your blog content.
“Well thank you, could I drink you a buy?”
We all stumble and make mistakes. Don’t freak out. Just acknowledge the slip-up and move on.
“Oh listen to me, what I mean is can I buy you a drink?
Anything you please.”
Here’s your landing page with a gated asset. While it can’t be anything they please, it should be something they’ll want.
“Oh you’re welcome, well I don’t think I caught your name,
Are you waiting for someone to meet you here?
Well that makes two of us, glad you came.”
They filled in your landing page form, downloaded the asset, and you know their name and email address.
Now say “Thank you.” Plus, keep the conversation going with thank you landing pages directing to related, helpful content of interest. And begin to use emails to nurture you leads through your process.
“No I don’t know the name of the band but they’re good,
Aren’t they, would you like to dance?”
Start to develop the relationship. Now, this is a huge leap from the song lyric, but as you begin to understand their points of pain (past boyfriends, watching me dance, etc.), you can really begin to understand and ease them through your funnel.
“Yea I like this song too, it reminds me of you and me baby
Do you think there’s a chance?
That later on, I could drive you home?”
It’s a 2 minute song, so George had to move quickly — faster than you need to. Usually, the buyer journey will take a little bit longer than this. Go ahead and start asking for more information so that you can deepen the relationship (make a sale).
“No I don’t mind at all.”
And now you’ve got a customer!
“Oh I like you too and to tell you the truth
That wasn’t my chair after all.
Oh I like you too and to tell you the truth
That wasn’t my chair after all.”
I guess George just wasn’t thinking of me writing this post when he sang this back in 1985, so this is where the analogy ends. I’d never recommend faking it, lying, or even “shading the truth” when attracting customers. If you see someone in a bar, use whatever opening line you can think of that might let you sit down and attempt a conversation. Well, any line that’s not, “You must be tired because you’ve been running through my mind all night.”
Definitely not that.
Also, if you’re humming Amarillo By Morning now, you’re welcome.
Photo from Phae and found on Flickr.